It's counter intuitive, but my personal experience bears it out. When I Tivo, I have to watch closely, or I miss the beginning. It's like commercial concentrate - When mixed with everything else with my brain, it tastes just like normal commercials, in 5% of the time. This *may* lead to shorter commercial spot tests - 15 seconds, with text-heavy impressions, to make sure that the Tivo crowd sees it.

Here's the report, which you'll hear more about, as soon as it's released:

CBS will reportedly release surprising digital video recorder (DVR) research that shows that while DVR users fast forward through commercials, the very act of paying attention to what they're forwarding through vastly increases ad recall. Ads that were "skipped" were recalled at a 23 percent rate, higher than typical "viewed" commercials show. This may indirectly show what many ad buyers already suspect: that commercial pods tend to be ignored by viewers.